How to Make a Memorable Episode Zero 0️⃣
And why you should consider doing so
Hi Besties!
I have a new podcast consulting client who I j’adore. A typical episode of her show will be guest-centric, but she’s an expert in her own right — plus the show’s format is highly unique — so I thought it would be great to do an episode zero to highlight the host’s expertise and also explain the format of the show and the reasoning behind it.
Of course, Isabella (the host) will still do a short intro with the necessary details towards the beginning of each episode, but episode zero will present the expanded version. It's a chance for listeners to dip their toes into the world of the podcast. If we do a good job and the listener is in our demo, they'll be hooked and want to keep listening.
One of the Gen Z gals on our team says she always listens to a trailer or preferably an episode zero before listening to a full episode. She wants a thorough preview and vibe check before making a longer commitment.
As I'm noodling on what our episode zero will consist of and sound like, I wanted to share my thoughts with the Besties!
Why episode zero
While some folks are in favor of cutting the preamble and jumping right in with episode one, I’m of the mind that you don’t *need* an episode zero — but if you have the production bandwidth, it can be a nice opportunity to properly introduce the show, the host(s), highlight important guests, topics you’ll be covering, and dive into the why of it all. Plus, a few added benefits:
It’s a chance to table-set a little more thoroughly than a trailer.
It helps ensure all the platforms approve your show before your first episode launch.
It can provide an extra piece of content to enhance and possibly extend your launch strategy.
It's also a chance to set the tone… perhaps in a creative way.
How is episode 0 different from a trailer?
The main difference between episode zero and a trailer is length. And you don’t have to pick one or the other — you can do both as part of your launch strategy.
There’s no hard and fast rule, but trailers tend to be 30 seconds up to two minutes, maaybe longer. But, to me, anything over two minutes gets into episode zero territory. A typical episode zero might range from four to six minutes up to about ten minutes, occasionally even more.
I recommend recording your trailer and/or episode zero after you have the first few episodes in the can. Your show might will almost certainly evolve as you start production.
Episode 0 = “the 5Ws” + CTA:
In elementary school, I was taught “the 5Ws” — Who, What, Where, When, Why — the central pieces of information in a story.
And whattadya know, that turns out to be relevant in my adult life as a podcaster. Those are the vital components for an episode zero. (But let’s scramble the order.)
Episode zero outline
WHAT - What is the show? What’s unique about your podcast? What differentiates your show from the others in your niche?
WHO - Introduce the host, how they have expertise in the area, intro notable guests, and why they are relevant to the conversation.
» This point is very important in my client's case where typical episodes tend to be guest-centric, but the host also has a wealth of expertise to highlight. «
WHY - This one is a two-parter about purpose: What is the reason for this show existing/why is it important, and why should people listen?
First, what question is your show trying to answer? Are you trying to create community for people struggling with the same condition? Are you uncovering the mysteries of outer space?
And then, what is the promise, or benefit of listening? Will listeners become better mechanics or climate change activists? Or will your show deliver the intrigue of a true crime mystery?
» To me, having this dedicated episode to explicitly connect with your audience about your why — the inspiration for and the purpose of your podcast — is the biggest opportunity for an episode zero. «
WHEN - Cadence, e.g. “every Tuesday,” “every month on the 11th,” “every other Friday,” etc. Also, let listeners know when the first episode will drop.
WHERE - Platform, e.g. “on Apple Podcasts, Spotify, or wherever you listen to podcasts,” “on YouTube and your favorite podcast player,” “on Substack and your favorite podcast player,” etc.
CTA - Call to action at the end. If you overwhelm listeners with multiple CTAs, they’re less likely to do anything, so best to give them just one task at the end. Ask listeners to follow the show for updates when new episodes drop. Or subscribe to your Substack — whatever action you want the listener to take at the end.
That’s the skeleton. The “Who” and the “Why” sections might be flip-flopped or intermingled. And you'll need to add suspense or humor or whatever’s necessary to set the right tone, as well as backstory or key information your listeners need to understand the show.
🎧 Looking for some episode 0 inspiration? Rachel Corbett has some good examples on her blog to help you get started.
» One last thing: It’s important to remember that not everyone is going to listen to this episode zero, no matter how much TLC you put into it, so make sure you include an introduction and any crucial info at the top of each regular episode, as well. «
Stay tuned to hear our finished episode zero in a future edition!
There’s a New ‘Podcast’ Explore Page on YouTube - YouTube has done some remodeling to make the platform a better place to discover podcasts. This new dedicated “Explore” page for “Podcasts” is in its infancy but could become an excellent opportunity for crossover podcasters to get featured and grow their audiences.
The Increasingly Blurred Lines Between Audiobooks and Podcasts - In this article for the New York Times, Sebastian Modak highlights three genre-bending audiobooks giving podcast vibes. Regardless of their categorization, I’m excited to listen to all three examples.
Podcast Monetization via Membership Platforms - Podcast queens, unite! Shreya Sharma did a takeover of Lauren Passell’s Podcast Marketing Magic recently, and she offered a lesson on how to use membership platforms for monetization with insight from Joe Fisher and Anne Baird.
Audio Engineer, Team Coco (full-time) at SiriusXM | Los Angeles, CA
Podcast Producer, LAND (part-time) at Arts For LA | Los Angeles, CA
Producer, Current Series (full-time) at Wondery | West Hollywood, CA or New York, NY
This edition of Play It Forward comes from podcaster Caitlin MacNeal! She recommends the Civics 101 podcast because these days, it seems like a lot of us need a refresher on the basics of how our democracy works. From election security to NATO, the Civics 101 podcast breaks down the United States’s beginnings, flaws, and continuing transformation. One of Caitlin’s favorites is this episode on The First National Park:
“This podcast does a fantastic job breaking down moments in history or wonky parts of our government and making them engaging by weaving a story full of description and color. The episode on the first national park is a great introduction to the podcast, as it turns our understanding of national parks on its head. While the first national park was ostensibly formed as a conservation measure, there were underlining motives based in greed and convenience. The hosts do a phenomenal job telling the story. It's really worth a listen!”
Caitlin’s podcast, The Continuous Action, is a five-part series also working to break down the biggest issues in our democracy in real-time. Analysts, activists, government leaders, and philanthropists explore five important topics and pathways forward. Caitlin suggests starting with War Lies, Watchdogs, and Whistleblowers about the U.S. government’s lies regarding war.
“I absolutely love the way this episode starts: with a poem written by the man who exposed the My Lai Massacre of the Vietnam War. It’s emotional and powerful. And it sets up a fascinating topic: the U.S. government’s propensity for lying when it comes to war. They’ve lied to start wars, to keep us embroiled in wars, to hide atrocities. It’s a really heavy subject and one that’s hard to cover. And that’s why I’m so proud of it. We talk about the tragedy of war and the people it impacts, but we don’t often wrestle with the incredibly flawed decision-making of our leaders that results in significant loss of life. It’s a sensitive topic, which makes it hard to talk about. But the hosts do a great job of lifting up the truthtellers who have exposed lies and set out to prevent future senseless decisions. And that leaves listeners with a bit of hope.”
This is the first podcast from POGO (Project on Government Oversight), a non-profit bringing stories about our government to a larger audience and encouraging people to help build a stronger democracy. That’s a mission I can get behind!
➡️ Here’s the link to submit for future editions.
So… ROLL CALL! 🗣
Have you made or heard an impressive episode zero? If so, please share in the comments below! If you’ve produced an ep zero, do you have any tips to add?
P.S. If you’re in Dallas for Podcast Movement this week, I would love to connect. I’m moderating a panel on Wednesday. Come say hi!
Follow me @courtneykocak on Twitter and Instagram. For more, check out my website courtneykocak.com.
Great article on episode zero and the distinction between it and a trailer. I like to check out an episode zero of a podcast I’m considering. Well done. Love your stuff.